Chrissy Teigen’s Cravings: A Unique Approach to CPG Products
When it comes to celebrity endorsements, it’s not uncommon to see them promoting spirits, functional beverages, or beauty products. However, Chrissy Teigen has taken a different approach by developing and testing recipes in her own kitchen and launching branded consumer packaged goods (CPG) products.
Cravings by Chrissy Teigen, founded in 2021, has experienced significant growth since its inception. What started with selling cookbooks and cookware has now expanded to include a line of boxed baking mixes and pasta sauces available at over 3,000 retail outlets and online.
Teigen shared, “Cravings started in my kitchen. It was never about putting my name on something. It was about sharing the food I actually cook for my family and friends. Seeing it grow from cookbooks to mixes and now sauces in thousands of stores is surreal.”
The baking mixes offered by Cravings include banana bread, cookies, pancakes, and waffles, while the pasta sauce line features four different flavors.
Haley Ludwigson, CEO of Cravings, noted that both product lines are performing well and experiencing significant growth. Consumers have praised the baking mixes for their ease of use and delicious results, while the pasta sauces have received similar positive feedback.
According to Ludwigson, consumers are seeking convenient meal solutions that offer unique flavors and taste like they required more effort to prepare. Cravings focuses on creating products that strike a balance between convenience and taste.
Teigen’s journey in the food industry began with writing cookbooks in 2016, followed by the launch of cookware and CPG products. Ludwigson emphasized the synergy between the various product lines, all inspired by Teigen’s cooking style and recipes.
Cravings recently introduced a carrot cake baking mix, paying homage to the carrot cake served at Teigen’s wedding to John Legend. This new product has expanded the company’s offerings and garnered positive attention.
Retail Expansion and Future Outlook
Cravings initially entered the retail market through specialty retailers like Bristol Farms and Sprouts Farmers Market. The brand has since expanded its presence to Kroger, with plans for further growth and product development.
While the company has considered products for GLP-1 users, they are currently focused on providing consumers with convenient, flavorful options that enhance their meal experiences. Cravings prioritizes ingredient transparency and encourages consumers to customize their meals with protein-rich additions.
Looking ahead, Cravings aims to expand its product line to cater to a variety of meal occasions and flavors. Teigen envisions the brand becoming a go-to choice for those seeking fun, flavorful, and foolproof meal solutions.
As Cravings celebrates its five-year anniversary, Ludwigson is committed to building on the brand’s success and introducing new products that bring joy and convenience to families. The company’s future looks bright as they continue to innovate and grow in the CPG market.
Teigen summed up the company’s future direction by stating, “Over the next few years, I want Cravings to be the brand people reach for when they want something fun, flavorful, and foolproof. We’re just getting started.”